Mass Communication Effects on Indian Society
ABSTRACT
Our world today is increasingly driven by a mass media due to the explosion of different means of communication, especially electronic communication such as satellite TV and Internet. The media is viewed as a source of power that influences, controls, and promotes new standards in the society and reinforces the existing ones. As the media increases in use as our prime source for information and values, there is a great need to critically evaluate inherent socio-political and cultural barriers. This study is conducted to identify inherent socio-political and cultural barriers for mass media impact on Indian society. The study will help to understand the inherent barriers involved in mass media impact through conceptual or qualitative reasoning.
Key words: Mass media, barriers, Indian, impact, mass communication
1.0 INTRODUCTION
The growth of media as an industry has accelerated over the past few years with new forms such as DVD and the internet changing the way we, the audience, consume and receive media. In an interdependent and globalized political world, the challenge of the media is to provide extensive coverage of global politics and to examine the impact of these influences in specific national contexts (Mazzoleni, 2003). The mass media has a role to influence socio-political and cultural settings. Numbers of researchers have been conducting studies worldwide to investigate what they might contribute to an understanding of the economic and other factors that influence mass media, and how the media in turn influence the political climate and the democratic process in modern democracies (Alexander and Hanson, 1999, Zillmann, 2002, Bennett and Entman, 2001). Mass media is considered one of the principal agents for societal development, democracy and good governance. Media critics claim that at times mass media has not played the role that it should have played and have played in the hands of few vested interest (Kellner 2004; Fog, 2004). The
Our world today is increasingly driven by a mass media due to the explosion of different means of communication, especially electronic communication such as satellite TV and Internet. The media is viewed as a source of power that influences, controls, and promotes new standards in the society and reinforces the existing ones. As the media increases in use as our prime source for information and values, there is a great need to critically evaluate inherent socio-political and cultural barriers. This study is conducted to identify inherent socio-political and cultural barriers for mass media impact on Indian society. The study will help to understand the inherent barriers involved in mass media impact through conceptual or qualitative reasoning.
Key words: Mass media, barriers, Indian, impact, mass communication
1.0 INTRODUCTION
The growth of media as an industry has accelerated over the past few years with new forms such as DVD and the internet changing the way we, the audience, consume and receive media. In an interdependent and globalized political world, the challenge of the media is to provide extensive coverage of global politics and to examine the impact of these influences in specific national contexts (Mazzoleni, 2003). The mass media has a role to influence socio-political and cultural settings. Numbers of researchers have been conducting studies worldwide to investigate what they might contribute to an understanding of the economic and other factors that influence mass media, and how the media in turn influence the political climate and the democratic process in modern democracies (Alexander and Hanson, 1999, Zillmann, 2002, Bennett and Entman, 2001). Mass media is considered one of the principal agents for societal development, democracy and good governance. Media critics claim that at times mass media has not played the role that it should have played and have played in the hands of few vested interest (Kellner 2004; Fog, 2004). The
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